The tourism industry is in the middle of an incredible shift in the way vacations are marketed and it's all because people are demanding authentic experiences and requesting more than “sun and beach”.

In recent years, a growing emphasis has been placed on tourism experiences and attractions related to food. Despite this increased attention, there has been very little systematic research on the subject.

The 8th annual IMIC addressed this by drawing together a group of experts in order to develop a better understanding of the role, development and future of gastronomy and culinary heritage in tourism.

At the same time presenters and participants explored ways to better package travel products to showcase, front and centre, a destinationβs wide array of food offerings and excellence in gastronomy.